An Ecommerce Website Reimagined for Bunnahabhain

Ecommerce store
Story timeline
Web design
Web development

How we created a flexible and dynamic website for an iconic whisky brand with an evolving brand and visual style.

Founded in 1883 on the remote island of Islay, Bunnahabhain is an iconic whisky brand known for showcasing the true natural character of both its peated and unpeated offerings. The Bunnahabhain brand was purchased by Distell in 2014 and is now highly regarded among Islay’s nine distilleries.

We were delighted to be asked to create an ecommerce website that reflected the rare character of the Bunnanabhain brand.

Aerial photo of Bunnahabhain Distillery

The Brief

Ahead of their brand repositioning campaign taking place the following year (more on that here), Distell briefed us to redesign the Bunnahabhain website. The aim? Build brand awareness, increase online sales and allow more flexibility for content management.

Bunnahabhain Ecommerce Website Design

Ecommerce Store

A lot of Bunnahabhain’s sales take place online, which is why we paid particular attention to making the purchase and sales journey as easy as possible. Within the shop page, we introduced a third-party integration that allowed easy stock management, upsell of products, the ability to run promotions with discount codes and reporting tools. On the backend, the shop integrated smoothly with their third party distributor for swift, smooth orders.

Story Timeline

Heritage is a key selling point for whisky, so we designed and developed a timeline of the Bunnahabhain story. This came to life through stunning archive imagery and descriptive copy, to engage the viewer and communicate the rich history of the brand.

Bunnahabhain Ecommerce Website Design shown on a desktop computer


As much as the photographs visually represented the liquid, our copywriter sold each expression through detailed descriptions of tasting notes, nose notes and age-old traditions that make Bunnahabhain truly unique.

The brand essence of Bunnanabhain is ‘captivating journey’, and this is in the brand manifesto with the line ‘discover the sound of Islay’. We used this as the inspiration for the website copy.

Stand for just a moment and your senses will fill; smell the scent of salt on the wind, hear our Porteus mill grinding the barley, look upon the shimmering light playing across the sea, feel the history in warehouse number 9 — taste Bunnahabhain.

Bunnahabhain Ecommerce Website Design shown on mobile


The website’s visual style was driven by beautiful photography. We sent our Founder, Andrew Dobbie (a photographer by trade) to the Bunnahabhain distillery on Islay to capture as many stunning shots as was possible in one afternoon. This photography elevated the website design and captured the heritage of the brand.

Web Design

With the new brand visual style not quite developed at this early stage, we created an interim visual style specifically tailored to the website. It was reflective of the intended brand positioning (to be shaped later that year) and one that was flexible enough to evolve into a more defined brand style once positioning was fully formed.

Web Development

Ahead of development, we conducted keyword research in order to provide an initial SEO strategy. We also created custom configurations to ensure the CMS was straightforward and as easy to use as possible.

  • Bunnahabhain Ecommerce Website Design - iPad
  • Bunnahabhain Ecommerce Website Wireframes
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